The Larry Coker Commitment Award is presented annually to the ROUTE 66 RV Network retailer who best reflects the long-haul commitment of Larry Coker, a revered ROUTE 66 associate who passed away in 2009 and is warmly remembered today for his “faith, sense of humor, optimism, humility and dedication” and commitment to building the Route 66 brand, Route 66 partner Rob Merrill reports in a press release.

“Bill & Kevin White and the entire United RV Center team truly embrace what it means to be a ROUTE 66 dealer,” said Merrill. “It goes well beyond the dealership’s branding and promotions. It’s deeply ingrained in their culture and the hearts and minds of their associates.”

In addition to the dealership recognition that the Coker award provides, ROUTE 66 also donates that dealership’s annual network membership fee to a college education fund in their name to support Larry’s daughter, currently a high school senior.

United has been a ROUTE 66 member since soon after the network’s founding in 2004.

“It was about two years into their membership, however, that the owners and key members of the United RV management team decided it was time to go ‘all in’ with ROUTE 66 and tie the United RV brand with ROUTE 66,” adds Merrill.

“That meant participating in the full suite of ROUTE 66 offerings and customer benefits,” he continued. “Bill White also served two years on the network’s Dealer Advisory Board, contributing to the strategic planning for ROUTE 66.”

“The ROUTE 66 vision and strategy are perfectly aligned with the United RV brand,” states Bill White in the Route 66 release. “We have always had taking care of customers as our top priority, and the many locations, savings and service offerings of ROUTE 66 dramatically extend what we are able to offer as one dealership. It’s great to know that wherever our customers travel throughout the nation, there is a ROUTE 66 dealer committed to treat them like they were their local customer!”

Past recipients of the Larry Coker Commitment Award include Colerain RV Center in Cincinnati, Ohio, and Walnut Ridge Family RV Center in New Castle, Ind.